For three decades, we've helped companies in healthcare and engineering clarify their positioning and accelerate market adoption. We've sharpened countless brand strategies, translated complex innovations into compelling narratives, and created content that turns stakeholders into advocates. 

But here's what we hadn't done: apply that same rigor to ourselves. 

Our previous positioning—"Make your mark"—was aspirational and energizing when we created it. But over time, we realized it didn't capture what we actually do or why it matters in today's market. 

So we did what we ask our clients to do: we challenged our assumptions, listened to the market, and got clear about our value. 

The result is our new positioning: Making complexity clear for every stakeholder. 

Here's the thinking behind it. 

The problem we kept hearing

When we talked to marketing leaders, communication directors, and executives in our target industries, the same pain points surfaced again and again: 

• "Our sales cycles are too long because buyers don't understand our value" 

• "We have brilliant technology, but we can't explain it in a way that resonates" 

• "Our content isn't working—we're producing a lot, but it's not moving the needle" 

• "Different stakeholders need different messages, and we're not aligned" 

• "Regulatory requirements make everything harder to communicate" 

These aren't marketing problems. They're complexity problems. 

And in sectors like healthcare, engineering, and software where innovations are genuinely transformative but also genuinely complicated—complexity is the biggest barrier to adoption. 

The shift from aspiration to transformation 

"Make your mark" was about aspiration. It was about standing out, being bold, creating impact. 

But our clients weren't just trying to make a mark. They were trying to make complexity understandable. To translate technical innovations into value propositions that resonate. To align internal teams around a consistent story. To shorten sales cycles by making their value immediately clear. 

That's the transformation we create. And our positioning needed to reflect it. 

"Making complexity clear for every stakeholder" does three things: 

1. It names the problem we solve: Complexity isn't just noise—it's a strategic barrier that slows growth, fragments messaging, and creates friction across the entire buyer journey. 

2. It describes our methodology: We don't just simplify. We clarify. There's a difference. Simplification can strip away important nuance. Clarification preserves depth while making it accessible. 

3. It acknowledges the full ecosystem: In B2B markets—especially regulated, technical ones—you're never speaking to just one audience. Investors, clinicians, engineers, procurement teams, end users—each needs clarity tailored to their perspective.

    

What this means for how we work 

This isn't just a tagline change. It's a lens through which we approach every engagement: 

We understand: Deep insight into your market, audience, and competitive landscape—because clarity starts with understanding what actually matters to each stakeholder. 

We position: A distinctive place in your market that cuts through the noise and aligns with where your audience is already looking. 

We align: Your entire organization around a consistent story—so sales, marketing, product, and leadership are speaking the same language. 

We engage: Content and strategies that create connection, build community, and accelerate adoption.